As a busy tourism professional, it is easy to forget your customer is front and central to your marketing NOT your destination product or service.
Unfortunately, we see many tourism businesses and destination marketers do not place enough importance on the one success factor that is critical to the survival of any business – understanding the customer.
One of our favorite travel target markets is seniors.
According to AARP research, practically all Baby Boomers (99%) anticipated traveling for leisure (either domestic or internationally), with approximately 4 or 5 trips in the works.
We will never see another generation as cashed up and time rich in our lifetimes.
But many travel marketers, destinations are making big mistakes with this market.
We have created the most comprehensive seniors’ travel persona you are likely to find anywhere.
A new report, produced by the Global Business Travel Association (GBTA) in partnership with BCD Travel and Air Canada, shows that business travel was responsible for about 2.6 per cent ($40.1 billion) of Canadian GDP in 2016.
The study, titled “The Canadian Business Travel Industry: Business Travel’s Impact on Jobs and the Canadian Economy,” was released at the GBTA Conference 2018 – Toronto, which was held April 16-18, 2018.
PGAV Destinations, in conjunction with H2R Market Research and global media partner Blooloop, recently published the 2018 Voice of the Visitor report. Now in its third year, Voice of the Visitor is the only research study of its kind that explores attraction guests’ 2017 travel trends and forecasts their 2018 intentions.
The study remains the first and most comprehensive U.S. report on destination guests’ collective opinions, attitudes, and expectations—generated directly from guest feedback.
Editor’s note: Amadeus is pleased to share a guest blog from Cindy D’Aoust, president and CEO of Cruise Lines International Association (CLIA). With cruise season in full swing, Cindy shares her favorite trends setting sail this year.
Travelers around the world are falling in love with the experience and convenience of a cruise vacation. When you only have to unpack once but get to visit several destinations in one cruise, you see more of the world and spend more time with loved ones on your vacation. While we are seeing many trends for this year, I’ve picked out a few of my favorites trends that have already begun to set said this year:
As a grandparent myself, I have loved seeing this trend really come to life. Cruise lines cater to skip-gen cruising in the same way they cater to a variety of cruisers, offering diverse itineraries and on-board activities that are tailored to the guest profile and preferences. Many grandparents want to travel with their grandchildren, but travel can be challenging. A cruise is stress-free, a great value and fun – making it the perfect option for grandparents to create special memories with their grandchildren.
Millennials take to the rivers
I went on my first river cruise last year and absolutely loved it. And while I’m not a millennial, I can confidently say that my daughter is and would be the perfect fit for a river cruise. Millennials thrive on customization and value, making a cruise vacation a perfect fit for this demographic. River cruises are a great way to travel to parts of the world that aren’t accessible to ocean liners and make it easy for millennials who want to immerse themselves in smaller destinations. I anticipate river cruising will continue to attract first time and millennial cruisers in the years to come, not only in Europe, but in other parts of the world.
Cruise travelers come from around the world
One of my favorite things about working in this industry, is how truly global we are. The past few years we have seen a steady shift in where passengers are traveling from – it’s no longer just an American vacation. We are also seeing strong growth in China, Germany, the United Kingdom and Australia. One million or more cruisers came from these countries in 2016, and we expect these numbers will continue to grow. We are also seeing massive growth in the Asian cruise market. Asian cruise passengers predominantly cruise within Asia on short sailings, making it a promising market for cruise lines looking to branch out into new regions since the interest is already there. Cruise travel to Asia is growing rapidly with 35 cruise lines having an active presence in the region last year. Asia is continuing to grow at a rapid pace. Cruising in this region includes more than 204 destinations across 17 countries, making travelling by cruise ship one of the easiest ways to see multiple destinations throughout Asia.
What other trends do you foresee for 2018? Let us know!
The 2018 Adventure Trends Report is a comprehensive look at the issues facing adventure travel businesses and destinations in 2018. Now a decade after the global economic recession that hit tourism hard in 2008, tourism growth has recovered, and 2018 is shaping up to be another milestone year. It may seem paradoxical that, in an increasingly unpredictable world, where natural disasters and terrorism hit major tourism destinations and where borders are tighter and nationalist rhetoric is stronger, tourism numbers continue to grow. Yet, not only did it grow, but tourism overall outpaced the growth of the global economy, contributing to economic growth, job creation, and tax revenues around the world.
Download this free report to learn more about the top 20 trends in 2018, such as:
- New technologies, such as Blockchain, impacting the adventure travel space;
- Slow travel;
- Women-only itineraries;
- Growth of solo travelers;
- Issues of overtourism and undertourism;
- And more!
On the 10th anniversary of the launch of its international expansion, STR reports that there are 184,299 hotels comprising 16,966,280 million rooms around the world. That number of rooms represents a 17.7% increase over the last 10 years.
STR defines a hotel on three exclusionary criteria: 1) generates revenue on a nightly per-room basis, 2) has 10 or more rooms and 3) is open to the public (excludes those properties requiring membership, affiliation or club status).
|Year||Global hotels||Global hotel rooms|
Source: STR / 2018 data as of February, all other data as of year-end
Founded in 1985, STR expanded its benchmarking and analytics platform to markets outside of North America and the Caribbean in 2008. The company maintains the world’s largest global hotel performance sample, receiving data from more than 59,000 hotels comprising nearly 8.0 million hotel rooms.
“The hotel sector and its rate of return continue to attract real-estate investors—that is evident through the substantial growth in performance metrics and development we have seen over the past decade,” said Robin Rossmann, STR’s international managing director. “While the story is rarely the same for any two markets around the world, the industry as a whole continues to perform at robust levels, and we expect continued growth over the coming years.”
Since the launch of its international business (formerly STR Global), STR’s hotel sample has grown by almost 3 million rooms (+49%). Based on that sample, the global hotel industry recorded an average occupancy level of 67.5% for the 12 months ending with February 2018, which was a 1.6% increase from the previous 12 months. Average daily rate (ADR) grew 2.6% during that 12-month time period to US$122.96.
“STR is proud to support the sector’s growth through our broad range of data-driven solutions that help tens of thousands of clients globally,” said Amanda Hite, STR’s president and CEO. “While STR has served hotels for more than three decades, today is a major milestone for our company with 10 years in the international market. We look forward to the further digitization of our products and growth of our thought-leadership capabilities that will meet the evolving needs and expectations of our clients—in all the industries we serve.”
STR provides clients from multiple market sectors with premium, global data benchmarking, analytics and marketplace insights. Founded in 1985, STR maintains a presence in 10 countries around the world with a corporate North American headquarters in Hendersonville, Tennessee, and an international headquarters in London, England. For more information, please visit str.com.